DSM Weekly Search Marketing Digest – 30/01/15

I really like the way this guy writes – it’s simple and clearly articulated but it’s rich in data and meaningful analysis. I’d be surprised if anyone who is SEO-savvy will be surprised by what he’s saying, let alone dispute ant of it.

Nevertheless, the message is clear and succinct – traffic is the key driver of all search marketing. Without it, anything you do that is potentially beneficial from an “algorithmic” perspective will be virtually irrelevant. In short, learn from the lessons being taught to you by your human users and let Google look after itself – more to the point, if you do look after the human users, you’ll almost certainly get the other part right.

***

So if that’s the (enduring) message [and it is, it really is!], then why do we need to keep re-inventing the wheel (so to speak) in SEO. Well, because the tools get stronger and the analysis gets more astute – basically, there will always be competition and if you’re standing still, you’re going backwards.

As always, it’s not whether you understand the concept, it’s whether you’re better at implementing the concept practically in a more effective way than your competitors.

With this in mind, here’s a great list of areas to direct your attention in 2015 so as to ensure you’re learning the right lessons from your traffic.

***

I know I’ve touched on site speed a number of time historically and I’m sure everyone understands how it is bound up in how Google assesses a site’s value and why, therefore, it’s vital to your SEO that you get it right. However, with our focus on our human users – the traffic – a wider point comes into focus: namely, what impact does site speed have on the performance of your PPC campaigns?

Pauline Jakober took a look at this in some depth on SEJ this week and, unsurprisingly, Google regards your value proposition to Ad users as predicated, in part, on your site performance – or, to put it bluntly, you’ll be paying more for each click if your site is slower than your competitors. Double. Whammy.

***

And, in case I haven’t belaboured the point enough, here’s a stellar infographic, breaking down some important data on what users actually do and don’t look for when they visit sites. Yes, it’s simple and yes, it’s going back over ground you (should) already know – but, hey, that’s what an infographic is supposed to do: crystallise your mind on the fundamentals.

As Irfan says, it is LESS than blink of an eye before a person decides whether they like your site. Get busy or get out.